Daylight Consuming Time
Each year, in March, we move our clocks forward an hour to provide for more afternoon sunlight during the summer. This has been labeled Daylight Savings Time.
In the fall, we reverse the process consuming an hour of sunlight, yet we still label that day, Daylight Savings Time. Imagine if they changed the name in the fall to Daylight ConsumingTime to be more in line with reality.
This approach would likely lead to a marketing disaster, because words matter. In marketing, we know thathowwe communicate a concept is crucial.
Solomon wrote in Ecclesiastes 10:12, “The words of a wise man's mouth win him favor, but the lips of a fool consume him.”
The challenge for Christians in marketing is to speak truth, but to do so wisely.
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